期刊论文

中文

财经理论与实践

1003-7217

2016

37

6

130-135

10.3969/j.issn.1003-7217.2016.06.022

湖南省哲学社科基金(12YBA187) 湖南省教育厅科学研究项目(14A082)

本校为其他机构

以参考群体的信用水平、感知价值水平为自变量,设计3×2×4的模拟实验,考量参考群体对消费者网络购买决策的影响。结果表明:不同信用度的参考群体对消费者网络购买决策有显著正向影响,参考群体的信用度越高,消费者的网络购买决策所受影响越大;不同感知价值的参考群体对消费者网络购买不同产品的决策均有正向显著影响,感知价值越高,消费者购买决策越受影响。参考群体的信用水平与感知价值的交互作用对消费者网络购买决策有正向显著影响。

Based on the reference group＇s credit level and perceived value level,this paper designs a 3×2×4simulation experiment,and makes an empirical study on the consumer online purchase decision.The results show that：different credit reference groups have significant positive impact on consumer online purchase decision.The higher the credit level of reference groups are,the influence to consumers purchase decision is more.Different perceived value of the reference group have a positive impact on the network purchase decision of consumer＇s differe...